If you thought Tokyo residents queueing for hours just to eat a plate of pancakes was ridiculous, it pales in comparison to the hysteria that’s been gripping New York since Dominique Ansel Bakery launched the Cronut on May 10. Half croissant, half doughnut, the $5 pastry has inspired what some describe as ‘Magnolia-cupcake-in-the-millennium levels of buzz’ – though they’re quick to point out that this sweet treat is ‘so good it doesn’t need Sex and the City to do the marketing for it.’ With only 200-250 available each day (for quality control, natch), people have been willing to pay absurd prices to get their hands on one – leading an opportunistic third-party delivery service to charge $100 each. And now the madness is coming to Tokyo. To the suburbs, in fact.
On July 1, Shizuoka-based bread company Banderole is launching Japan’s first croissant-doughnut (and no, it’s not a real Cronut: that name’s trademarked). The pastry will be available in four different flavours – Crispy Chocolate, Strawberry Chocolate, Rich Matcha Chocolate and Smile White Chocolate – at all 81 of Banderole’s shops nationwide, with an additional Salt Caramel Chocolate version also available at select branches. And where are Banderole’s shops? Er… in the suburbs. A quick glance at the company’s website reveals that most of its Tokyo bakeries (that’s Bread Basket, B’s Cafe, Sandorian and Pan Kojo) are located in the farthest reaches of the city. Not to worry, though: we hear Akishima is lovely at this time of year.
See www.banderole.co.jp for details.